Rod Kackley's Blog: St. Isidore Collection - Posts Tagged "beer"
Grand Rapids Wins Beer City USA Title
By Rod Kackley
Brewers in Grand Rapids, Michigan didn’t like the feeling of a tie, so they used a well-orchestrated local social media campaign, along with an old-fashioned retail political blitzkrieg of local celebrities and politicians to claim the top prize in Brewers Association President Charlie Papazian’s annual contest.
Grand Rapids is Beer City USA, one year after sharing the crown with Asheville, North Carolina launched a campaign to take over first place and leave no doubt in anyone’s mind which city in the USA is really Beer City.
How did this happen? Grand Rapids is not one of the largest cities in the USA. Just because of population, it would seem that Grand Rapids should have wound up in the middle of the pack.
Lets begin with the question, what does it mean to be Beer City USA?
The president of the Brewers Association, Charlie Papazian, created the contest about five years ago through his column on the Examiner.com website.
“The craft beer community gets inundated with so many statistical facts about volume and size and how many of this and per capita of that,” he said, “and they are useful tools, but I wanted to address a little bit more fundamentally what is really going in the relationships that brewers have with beer drinkers and beer drinkers have with breweries. That was at the core of things.”
Then he asked, just what is it that makes any city, a Beer City?
“What I found is that it isn’t just about taste, or volume, or dollars cents. It is kind of a relationship that is hard to measure."
Relationships between beer drinkers and the people who make their beer may be hard to quantify, but brewers in Grand Rapids were able to use their relationships with customers and each other to mobilize voters.
The 2013 Grand Rapids campaign began when Wob Wanhatalo, the head brewer at Mitten Brewing Company in Grand Rapids and one of the founders of the Grand Rapids Society of Brewers formed an alliance with Janet Korn, the vice president of marketing at the Experience Grand Rapids Convention & Visitors Bureau, the organization that has been leading the effort to market Grand Rapids as a beer-tourism destination.
The first phase was traditional. Experience Grand Rapids created T-shirts and billboards to celebrate the 2012 Beer City USA first-place tie.
Social media was to play an important part of the 2013 Beer City USA campaign in Grand Rapids just has it has for the city’s craft brewers because it is relatively inexpensive, simple to put together and is very flexible.
“Starting up a Facebook page is kind of a useful tool for them to use as a communication vehicle,” Korn said. “It is inexpensive of course and it gives them a place where they can bring this group of people together. The platform really works for building that audience.”
The marketing strategy included content specific to the beer industry to “tell the Grand Rapids beer story from an informational perspective and included pieces of content that people could take and share,” Korn said. “I think it was the sharing among the fan base that was part of the 27,000 votes for Grand Rapids.’
For social media platforms, they chose the Experience Grand Rapids blog, Facebook and Twitter.
However, the campaign would not rely on social media. Some very traditional point-of-purchase elements were thrown into the mix.
Experience Grand Rapids made table coasters that read, “Vote Grand Rapids Beer City USA” that were handed out at all of breweries and beer bars in Grand Rapids.
Timing was important, too.
“We didn’t want to just cram it in people’s faces so we waited until about a week or a week-and-half before the voting started and then started handing out the coasters,” said Wanhatalo.
Then feet hit the street.
A grassroots, political style campaign was the final piece of the Beer City USA effort. MiBeers.com organized three “Tap The Vote” pub crawls featuring local celebrities, Grand Rapids Mayor George Heartwell and other supporters who targeted the beer bars in the Grand Rapids area.
“We knew we had the breweries supporting us, so we went to all of the beer bars in town that served Grand Rapids or Michigan beer,” Wanhatalo said.
Social media still played a role. They used the hashtag#Beer City GR on Twitter during the pub crawls.
“We made sure people knew the voting was happening, and reminded them to vote, too.”
Of course, they didn’t forget the importance of beer. Wanhatalo said they decided to create some special for their customers.
The Grand Rapids brewers collaborated on four “project” beers which were brewed on a single idea or theme. The first was Beer City Pale Ale.
“The guys all pointed at me and said, ‘You come up with the recipe and we will brew it,’” said Wanhatalo.
After that they did the Grand Pumpkin beer. Brewers could do whatever they wanted for that one as long as the recipe included pumpkin.
“The way we look at it as brewers and owners is a shared celebration. We are all in this together,” Wanhatalo said. “The more cooperation, the better.”
Quenching The Thirst
Brewers in Grand Rapids, Michigan didn’t like the feeling of a tie, so they used a well-orchestrated local social media campaign, along with an old-fashioned retail political blitzkrieg of local celebrities and politicians to claim the top prize in Brewers Association President Charlie Papazian’s annual contest.
Grand Rapids is Beer City USA, one year after sharing the crown with Asheville, North Carolina launched a campaign to take over first place and leave no doubt in anyone’s mind which city in the USA is really Beer City.
How did this happen? Grand Rapids is not one of the largest cities in the USA. Just because of population, it would seem that Grand Rapids should have wound up in the middle of the pack.
Lets begin with the question, what does it mean to be Beer City USA?
The president of the Brewers Association, Charlie Papazian, created the contest about five years ago through his column on the Examiner.com website.
“The craft beer community gets inundated with so many statistical facts about volume and size and how many of this and per capita of that,” he said, “and they are useful tools, but I wanted to address a little bit more fundamentally what is really going in the relationships that brewers have with beer drinkers and beer drinkers have with breweries. That was at the core of things.”
Then he asked, just what is it that makes any city, a Beer City?
“What I found is that it isn’t just about taste, or volume, or dollars cents. It is kind of a relationship that is hard to measure."
Relationships between beer drinkers and the people who make their beer may be hard to quantify, but brewers in Grand Rapids were able to use their relationships with customers and each other to mobilize voters.
The 2013 Grand Rapids campaign began when Wob Wanhatalo, the head brewer at Mitten Brewing Company in Grand Rapids and one of the founders of the Grand Rapids Society of Brewers formed an alliance with Janet Korn, the vice president of marketing at the Experience Grand Rapids Convention & Visitors Bureau, the organization that has been leading the effort to market Grand Rapids as a beer-tourism destination.
The first phase was traditional. Experience Grand Rapids created T-shirts and billboards to celebrate the 2012 Beer City USA first-place tie.
Social media was to play an important part of the 2013 Beer City USA campaign in Grand Rapids just has it has for the city’s craft brewers because it is relatively inexpensive, simple to put together and is very flexible.
“Starting up a Facebook page is kind of a useful tool for them to use as a communication vehicle,” Korn said. “It is inexpensive of course and it gives them a place where they can bring this group of people together. The platform really works for building that audience.”
The marketing strategy included content specific to the beer industry to “tell the Grand Rapids beer story from an informational perspective and included pieces of content that people could take and share,” Korn said. “I think it was the sharing among the fan base that was part of the 27,000 votes for Grand Rapids.’
For social media platforms, they chose the Experience Grand Rapids blog, Facebook and Twitter.
However, the campaign would not rely on social media. Some very traditional point-of-purchase elements were thrown into the mix.
Experience Grand Rapids made table coasters that read, “Vote Grand Rapids Beer City USA” that were handed out at all of breweries and beer bars in Grand Rapids.
Timing was important, too.
“We didn’t want to just cram it in people’s faces so we waited until about a week or a week-and-half before the voting started and then started handing out the coasters,” said Wanhatalo.
Then feet hit the street.
A grassroots, political style campaign was the final piece of the Beer City USA effort. MiBeers.com organized three “Tap The Vote” pub crawls featuring local celebrities, Grand Rapids Mayor George Heartwell and other supporters who targeted the beer bars in the Grand Rapids area.
“We knew we had the breweries supporting us, so we went to all of the beer bars in town that served Grand Rapids or Michigan beer,” Wanhatalo said.
Social media still played a role. They used the hashtag#Beer City GR on Twitter during the pub crawls.
“We made sure people knew the voting was happening, and reminded them to vote, too.”
Of course, they didn’t forget the importance of beer. Wanhatalo said they decided to create some special for their customers.
The Grand Rapids brewers collaborated on four “project” beers which were brewed on a single idea or theme. The first was Beer City Pale Ale.
“The guys all pointed at me and said, ‘You come up with the recipe and we will brew it,’” said Wanhatalo.
After that they did the Grand Pumpkin beer. Brewers could do whatever they wanted for that one as long as the recipe included pumpkin.
“The way we look at it as brewers and owners is a shared celebration. We are all in this together,” Wanhatalo said. “The more cooperation, the better.”
Quenching The Thirst
Thank The Farmer For That Beer In Your Hand
Quenching The Thirst
Chapter One: The Farmers
By Rod Kackley
Jeff and Bonnie Steinman are betting their farm on Michigan’s craft brewing industry. The Barry County, Michigan couple spent several years experimenting before launching Hop Head Farms LLC in the summer of 2012. They are growing hops that brewers need on a 40-acre lot with 15-acres of new plants.
They also have a small test yard that the Steinmans started in 2009.
This is perfect for these two. Jeff and Bonnie are just what they say they are and you can feel their enthusiasm for their craft even in a conference call phone interview. I spoke with them from the patio of a Starbucks near Kalamazoo, Mich. while they took a break from their farming operation on a hot summer day
You have to believe her when Bonne says that she and Jeff are “plant people” who are always looking for new crops to grow. Perhaps more importantly, they don’t just like beer. They love beer. Bonnie said they are “beer enthusiasts, especially (for) Michigan-brewed beers.”
How could there be any business more perfect for this couple?
They are targeting craft and home brewers who Jeff said are having a hard time getting the hops they need, especially locally grown hops. Large hop farms are locked into long-term contracts with the macro-brewers, the giants of the industry. “So we are trying to reopen the market to some of the smaller guys,” he said. “Very few have large barrel capacity in any one state. The small breweries have a hard time. We would like to work with larger breweries but would like to help the smaller breweries with supply issues.”
The smaller breweries are really a victim of their own success, or better said, they are a victim of their own recipes. They have supply issues because the micro- and craft-brewers use a lot more hops to make barrels of beer than do macro-brewers, according to Jeff. “Even though is a small percentage, the craft brewers have really impacted the supply of hops.”
Jeff and Bonnie got down and dirty when it came time to ignite their passion. With a business model in the works for several years , Jeff said that close to 15,000 plants were hand-planted in hand-crafted hop hills augmented with local compost and covered in organic weed control paper over a period of three and a half weeks. Five varieties of hops were planted of which three were in short supply for the 2012 season already when I spoke with the Jeff and Bonnie.
More than 20 volunteers came from as far away as the Chicago and Detroit areas to assist the Steinmans in the planting of the hops. They converted a corn field located in downtown Hickory Corners to a hop farm of nearly 15,000 plants grown on a trellis system reaching over 20 feet high in merely four months.
“The farm and facilities were developed with the assistance of several different contractors contributing their expertise to the project including a trellis contractor, well drillers, irrigation contractor, and Morton Buildings and their subcontractors as well,” Jeff said. Nearly all materials and work are from Michigan businesses including treated pine poles, wire, compost, and starter plants.”
He also said they planned to receive additional assistance with the work still ahead of them through University of Illinois interns, paid seasonal employees and continual volunteer assistance that has proven invaluable.
Quenching The Thirst
Chapter One: The Farmers
By Rod Kackley
Jeff and Bonnie Steinman are betting their farm on Michigan’s craft brewing industry. The Barry County, Michigan couple spent several years experimenting before launching Hop Head Farms LLC in the summer of 2012. They are growing hops that brewers need on a 40-acre lot with 15-acres of new plants.
They also have a small test yard that the Steinmans started in 2009.
This is perfect for these two. Jeff and Bonnie are just what they say they are and you can feel their enthusiasm for their craft even in a conference call phone interview. I spoke with them from the patio of a Starbucks near Kalamazoo, Mich. while they took a break from their farming operation on a hot summer day
You have to believe her when Bonne says that she and Jeff are “plant people” who are always looking for new crops to grow. Perhaps more importantly, they don’t just like beer. They love beer. Bonnie said they are “beer enthusiasts, especially (for) Michigan-brewed beers.”
How could there be any business more perfect for this couple?
They are targeting craft and home brewers who Jeff said are having a hard time getting the hops they need, especially locally grown hops. Large hop farms are locked into long-term contracts with the macro-brewers, the giants of the industry. “So we are trying to reopen the market to some of the smaller guys,” he said. “Very few have large barrel capacity in any one state. The small breweries have a hard time. We would like to work with larger breweries but would like to help the smaller breweries with supply issues.”
The smaller breweries are really a victim of their own success, or better said, they are a victim of their own recipes. They have supply issues because the micro- and craft-brewers use a lot more hops to make barrels of beer than do macro-brewers, according to Jeff. “Even though is a small percentage, the craft brewers have really impacted the supply of hops.”
Jeff and Bonnie got down and dirty when it came time to ignite their passion. With a business model in the works for several years , Jeff said that close to 15,000 plants were hand-planted in hand-crafted hop hills augmented with local compost and covered in organic weed control paper over a period of three and a half weeks. Five varieties of hops were planted of which three were in short supply for the 2012 season already when I spoke with the Jeff and Bonnie.
More than 20 volunteers came from as far away as the Chicago and Detroit areas to assist the Steinmans in the planting of the hops. They converted a corn field located in downtown Hickory Corners to a hop farm of nearly 15,000 plants grown on a trellis system reaching over 20 feet high in merely four months.
“The farm and facilities were developed with the assistance of several different contractors contributing their expertise to the project including a trellis contractor, well drillers, irrigation contractor, and Morton Buildings and their subcontractors as well,” Jeff said. Nearly all materials and work are from Michigan businesses including treated pine poles, wire, compost, and starter plants.”
He also said they planned to receive additional assistance with the work still ahead of them through University of Illinois interns, paid seasonal employees and continual volunteer assistance that has proven invaluable.
Quenching The Thirst
